Gold Coast: Australia

Positioning culture in a major sporting festival

A trip to Australia in 2013 combined delivering the keynote for Arts Queensland’s annual conference on cultural tourism, with advising the Gold Coast Commonwealth Games team on how to set up and deliver a successful cultural programme as part of a major sporting event.

Helen’s previous experience as Marketing and Communications for Cultureshock (the cultural programme of Manchester’s own Commonwealth Games in 2002) supplied invaluable, practical insights in a number of areas including: fundraising; partnership development; relationship management across culture, tourism and the Games team; and marketing and communications that works across culture and tourism.


Through discussion,  key areas for Gold Coast included:

  • negotiating the marketing, profile and sponsorship tensions between a cultural programme and the sporting event it sits within;
  • building local engagement in the run-up to the Games;
  • ensuring legacy in terms of cultural audience development and destination profile and positioning.


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